Fortune Sales & Marketing Summit

Presentation HighlightsMay 6, 2010

In a Nutshell

• Focus on the customer• Focus on outcomes (you and them)• Build value early• Measure

Mastering the Complex Sale

Top Ten Challenges

1. Rapid commoditization of complex solutions2. Severe pricing pressures / loss of margins3. Drawn out sales cycle4. Strong competitive moves5. Inability to connect at the executive level6. Inability to manage quality buying decisions7. Unpredictable forecasts8. Missed windows of opportunity9. Customers are changing buying strategies10. Everyone is working their own system

Ensure your customers will:

• Pre-Sale– Comprehend the value you can deliver

• Post-Sale– Maximize the value you promise

Diagnostic Sales Process

1. Discover2. Diagnose3. Design4. Deliver

Buying & Changing

• Why do people buy?– Need, desire, get ahead, ego, problems, keep

up– Positive, future, solution

• Why do people change?– Fear, discomfort, frustration, dissatisfaction,

lack, pressure, forced– Negative, present, situation

The diagnostic path

• Start with positive present (sustain), discover negative present (change), address negative future (avoid), then present the positive future (attain)

Seven questions to answer prior to any presentation/proposal

1. So what!2. What are the consequences?3. How much is it costing them?4. Do they know?5. Who cares?6. Are we talking to them?7. Who’s doing the value translation?

Other Key Ideas

• Always be leaving• Sales is about reducing risk• If you feel pressure, you’re doing something

wrong• The customer is emotionally involved, but you

cannot be• Ask customers questions they haven’t thought to

ask themselves• Stop presenting!

Spectacular success is always preceded by unspectacular preparation

Reality Marketing

Seven stages of a purchase

1. Problem recognition & pain2. Information search3. Emotional preference4. Evaluation of alternatives5. Rationalization6. Purchase7. Post-purchase evaluation

Five Keys to Reality Marketing

1. Quantifiable2. Prospect-focused3. goal-oriented4. High ROMI5. Remarkable

Red/Blue Test

• Circle self-centered content in red• Circle prospect-centered content in blue

Do you have more blue than red?

John Assaraf

Six steps to accelerate success

1. Gain clarity on goals2. Develop mindset, beliefs, habits to win3. Develop strategies/tactics for growth4. Develop processes/systems for

accountability5. Take consistent daily action6. Review, modify, fine-tune

Tony Hsieh

Customer Experience

• What do customers expect?• What do customers actually experience?• What emotions do customers feel?• What stories do they tell their friends?• How can culture create more stories and

memories?

What’s your business?

• You’re not in the _____ business• Cirque du Soleil is not in the circus

business• You’re in the experience & emotions

business• You’re in the stories and memories

business• THINK BIGGER

Vision

• Whatever you’re thinking, think BIGGER• Does the vision have meaning?• Chase the vision, not the money• If you take this approach, the money will

follow

Happiness is about four things

1. Perceived control2. Perceived progress3. Connectedness4. Vision/meaning

Getting Heard

ROAR Method

• Recognize the type• Observe from their perspective• Acknowledge concerns• Resolve needs

Persuasive Business Proposals

Seven deadly sins of proposals

1. No focus on client’s business problems or payoffs

2. No persuasive structure3. No clear differentiation4. Failure to offer a compelling value proposition5. Key points are buried – no highlights, no impact6. Difficult to read – full of jargon, too long, too

technical7. Credibility killers – misspellings, grammar, etc.

Five Keys to Better Proposals

1. Lose the Losers• Is it a real deal?• Can we compete?• Can we win?

Five Keys to Better Proposals

2. Pack your case• Customer questions

• Am I getting what I need?• Is it good value?• Can they really do it?

• First impressions are important• Titles and summaries are client & outcome-

oriented

Five Keys to Better Proposals

3. Get a NOSE Job• Needs• Outcomes• Solution• Evidence

Five Keys to Better Proposals

4. Show me the money• Needs• Outcomes• Solution• Evidence

Five Keys to Better Proposals

4. Show me the money• Not what you sell, but what they gain

• Make sure the client cares• Measure it• Picture it

Five Keys to Better Proposals

1. KISS for Luck• Keep it Short & Simple• Five ways to achieve clarity

• Short sentences• Short words• Passive voice below 10%• Readability index at/below 10• Minimize jargon and acronyms